Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Coffee in Kazakhstan

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Executive Summary

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PROSPECTS

Continuing popularity of instant coffee

Instant coffee dominates volume and value sales of coffee, because Kazakhstanis find it affordable and convenient to prepare. In 2017, as price was important to most consumers, instant coffee benefited from the many low-end and mid-range brands offered.

Growing coffee culture

Coffee culture is widening, especially in large towns such as Almaty and Astana, where consumers have higher disposable incomes and are more acquainted with European culture. It is aided by the growing number of coffee chains, including Starbucks, Costa Coffee, Angel In Us, Travelers’ Coffee and other local coffee cafés.

Positive prospects for fresh coffee

Despite Kazakhstanis’ limited acquaintance with coffee, amid the strong tradition of tea consumption, they consider fresh coffee to be healthier and safer than instant coffee, due to perceiving it as natural. In 2017, fresh coffee was minimal within coffee overall.

COMPETITIVE LANDSCAPE

International players dominate

Coffee in Kazakhstan is import-dependent, with very little local production. Most imports are from Russia, Italy and Germany.

Developments

In 2017, new product launches saw moderate development, existing brands maintained their performances. There was no emergence of new players in 2017.

Marketing campaigns will drive sales

Many coffee brands are supported by advertisements on TV, the internet, and store billboards, and in retail outlets to increase awareness and appeal to consumers. Advertising focuses on product positioning such as energy boosting or mood enhancing, which is important to consumers with hectic lives.

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